Making the Most of VR: 10 Tips for Sports Marketers
•
1 like•201 views
The document provides 10 tips for using virtual reality (VR) for sports marketing. It recommends choosing the right VR technology for the purpose, following best practices like keeping content short and clear, extensively testing content for different users, and anticipating potential barriers. It also suggests assuming all users are new to VR and will need guidance, as well as leveraging training and safety measures to improve the user experience. Examples of successful VR activations at industry events and for brands are also provided.
More Related Content
Viewers also liked
Viewers also liked (19)
Similar to Making the Most of VR: 10 Tips for Sports Marketers
Similar to Making the Most of VR: 10 Tips for Sports Marketers (20)
Recently uploaded
Recently uploaded (20)
Making the Most of VR: 10 Tips for Sports Marketers
- 1. MAKING THE MOST OF VR: 10 TIPS FOR SPORTS MARKETERS
- 2. 30 YEARS IN SPORTS & ENTERTAINMENT
- 3. 25 YEARS OF THE NEXT BIG THING CD-ROM INTERACTIVE KIOSKS WEBSITES SOCIAL MEDIA MOBILE WEB MOBILE APPS GESTURAL INTERFACES TOUCH WALLS 3D PROJECTION MAPPING VIRTUAL REALITY AUGMENTED REALITY
- 4. WHO? WHAT? WHY? TIPS FOR EFFECTIVE VR MARKETING AT EVENTS, TRADE SHOWS, AND RETAIL BRANDS & PROPERTIES MARKETING WITH VR MAXIMIZE ROI … AND MANAGE EXPECTATIONS MAKING THE MOST OF VR
- 5. PLATFORMS BRANDS VENUES EXPERIENCE IS A GOOD TEACHER
- 6. VR: THE HOT NEW TREND 200 YEARS IN THE MAKING
- 7. 7 DIFFERENT REALITIES REALITY VIRTUAL REALITY (VR) AUGMENTED REALITY (AR) AUGMENTED VIRTUALITY (AV) MIXED REALITY (MR) MILGRAM, PAUL; H. TAKEMURA; A. UTSUMI; F. KISHINO (1994).
- 8. CURRENT STATE (2017E-2020E) CASE STUDY: AT&T CTIA 2016 8
- 9. WE ARE STILL IN THE AWKWARD TEEN YEARS FOR VR CASE STUDY: AT&T CTIA 2016 9
- 10. CASE STUDY: AT&T CTIA 2016 10 FROM HUMBLE BEGINNINGS 2005 2017
- 11. “the first smartphones came out in 2003, right, the BlackBerry and Palm Treo, and it took 10 years to get to 1 billion units… …If we can be on a similar trajectory of anywhere near 10 years for VR and AR … and we're making the right bets now to plant the seeds for that.”
- 12. FUTURE STATE (2024E-2027E) • Large installed base • Unified standards • Broad array of consumption options • Seamless content landscape • Established revenue models • Mature tools for production, publishing, measurement, personalization, advertising CASE STUDY: AT&T CTIA 2016 12
- 14. LET’S GET A FEEL FOR THE GROUP • ORGANIZATION? • VR EXPERIENCE? • VR DEVICE? • VR SPEND? CASE STUDY: AT&T CTIA 2016 14
- 15. SUMMARY: 10 VR TIPS FOR SPORTS MARKETERS Use VR wisely Choose the right tech Follow best practices Short & clear story Manage security Test, test, test again Anticipate barriers Assume newbies Guide users Leverage the line
- 21. ENGAGEMENT ATTRACT TRANSACT MEASURE & OPTIMIZE ENGAGE BUILD LOYALTY √ PRESENCE √ CONNECTION √ MEMORY GOOD REASONS TO USE VR:
- 22. TRANSACTION BAD REASONS TO USE VR: ATTRACT TRANSACT MEASURE & OPTIMIZE ENGAGE BUILD LOYALTYX READING X TYPING X ACCURACY
- 23. RATING EXPERIENTIAL TECH 23 AUGMENTED REALITY VR 360° VR ROOM SCALE
- 24. TOUCH WALLS TRANSPARENT SCREENS GESTURE-BASED UI BEACONS PROJECTION MAPPING HOLOGRAMS AUGMENTED REALITY VR 360° VR ROOM SCALE RATING EXPERIENTIAL TECH
- 25. CHOOSE THE RIGHT TECHNOLOGY DURABILITY REACH VS. QUALITY BACKUPS CONTENT DISTRIBUTION LOGISTICS
- 26. FOLLOW BEST PRACTICES FOR VR Good documentation out there from Oculus, Epic, others TEST ON NEWBIES AVOID QUICK CUTS AVOID CINEMATIC CAMERAS DON’T SHAKE THE CAMERA SLOW YOUR ROLL CAMERA HEIGHT REAL-WORLD SCALE
- 27. KEEP IT SHORT & CLEAR 3-4 MINUTES MAX INCLUDE CUES AT START, END WORTH THE WAIT VR ONLY PART OF THE UX TELL THEM WHAT’S NEXT
- 28. SECURITY IN VR ACTIVATIONS GENERAL CONCERNS CTIA image showing female guest with purse in lap GUEST SECURITY DEVICE SECURITY
- 29. TEST, TEST, & TEST AGAIN MOBILE VR ROOM-SCALE VRUSERS • We develop on new hardware, but users have old hardware • Latency is nauseating • Variation across devices, models, versions • Stress test • Test across GPUs • Storage, memory • Still lots of newbies. test on them. • Simulation sickness is real. test across age & vision • No clear UX paradigm
- 31. ASSUME EVERYONE IS A VR NEWBIE • Be patient & gentle • Explain what will happen • Tell them how it works • Stay with them for a minute • Monitor their progress • Get feedback • Remind on message, suggest conversion
- 32. VR ISN’T IMMEDIATELY INTUITIVE. GUIDE THEM. ESTABLISH THE UX ESTABLISH THE NARRATOR PROVIDE LOTS OF GOOD CUES MANAGE EXPECTATIONS
- 33. THE LINE IS YOUR FRIEND
- 34. SUMMARY: 10 VR TIPS FOR SPORTS MARKETERS Use VR wisely Choose the right tech Follow best practices Short & clear story Manage security Test, test, test again Anticipate barriers Assume newbies Guide users Leverage the line
- 35. BONUS TIP: NEED HELP? FIND A REAL PARTNER
- 36. EXAMPLE AT&T SMART CITY VR AT HANNOVER MESSE CASE STUDY: AT&T CTIA 2016 36 • Use VR wisely • Assume VR newbies • Guide the users • Test, test, test • Leverage the line
- 37. EXAMPLE LEXUS VIRTUAL TEST DRIVE AT THE NY AUTO SHOW 37 • Use VR wisely • Short & clear story • VR best practices • Leverage the line
- 38. EXAMPLE DRONE VR FOR AT&T 38 • Use VR wisely • Short & clear story • VR best practices • Anticipate barriers
- 39. EXAMPLE VIRTUAL CRUISES WITH CARNIVAL CRUISE LINES 39 • Use VR wisely • Short & clear story • VR best practices • Leverage the line
- 40. EXAMPLE VR AUTO SAFETY FOR NAT’L SAFETY FOUNDATION CASE STUDY: AT&T CTIA 2016 40 • Use VR wisely • Short & clear story • VR best practices • Assume VR newbies
- 41. EXAMPLE VIRTUAL STADIUM AT COLLEGE FB HALLOF FAME CASE STUDY: AT&T CTIA 2016 41 • Use VR wisely • Anticipate barriers • Manage security
- 42. EXAMPLE AT&T ‘HOLODECK’ FOR MOBILE WORLD CONGRESS CASE STUDY: AT&T CTIA 2016 42 • Use VR wisely • Anticipate barriers • Leverage the line
- 43. CASE STUDY: AT&T CTIA 2016 43 FROM HUMBLE BEGINNINGS 2005 2017
- 44. QUESTIONS? CASE STUDY: AT&T CTIA 2016 44
- 45. THANKS! MAKING THE MOST OF VR: 10 TIPS FOR SPORTS MARKETERS JOHN BUZZELL PRESIDENT, INNOVATION TECHNOLOGIES jbuzzell@groupcse.com www.linkedin.com/in/jbuzzell/ @buzzer CASE STUDY: AT&T CTIA 2016 45 PASSION. PEOPLE. PURPOSE. www.groupcse.com